Ø      Segmentation is the basis for marketing, distribution/sales and product plans, as well as of forecasts.

Ø      Segmentation can be based on different things:

o       Product / feature based

o       Customer attribute based

o       Christensen: “Job to be done”

Ø      This work is intuitive, unstructured and not quantified at first, but should become increasingly disciplined and scientific as the company develops

Ø      The product should be viewed as a solution to the problem or need that is the basis of the opportunity.

Ø      It is essential to understand the nature of the complete solution – all the elements that will make the product functional and useful for the customer. There must be a well thought out model of how the customer will get the complete solution, and this view must be tested.

Ø      Ideally, get the product in the hands of the customer as soon as possible; then develop features in an iterative way.

Ø      The value of a product or solution is what the customer is willing to pay.

Ø      Value, together with competition, is the basis of price.

Ø      The “value proposition” is an articulation of that value. Ideally, it is quantified. And it must be clear and compelling.

Ø      Marketing programs comprise many different things – what you choose should be driven by strategic objectives.

Ø      The contribution of programs should be tested and measured to the extent possible.

Ø      Market research – further deepens and refines customer understanding or analysis of competitors.

Ø      Marketing collateral, ads, etc. require creative & production.

Ø      Events & shows

Ø      Key influencers: speakers, consultants, press …